Extended Marketing Mix

The ext turn backed marketing mix (7Ps) The marketing mix is the conclave of marketing activities that an organisation engages in so as to best fall upon the needs of its targeted market. Traditionally the marketing mix consisted of just 4 Ps. For example, a motor vehicle manufacturer like Audi * Produces products that ar of the highest whole tone and view for the needs of different groups of consumers, * Offers a range of cars at value for gold prices, depending on the market segmented they are targeted at, Sells the cars by dint of appropriate outlets such(prenominal) as dealerships and showrooms in prime locations, i. e. in the near places, and * Supports the marketing of the products through appropriate promotional and advertising activity. The marketing mix thus consists of cardinal main elements 1. Product 2. Price 3. Place 4. Promotion. Getting the mix of these elements right enables the organisation to meet its marketing objectives and to satisfy the requirements of customers. In addition to the conventional four Ps it is now customary to add some more than Ps to the mix to give us Seven Ps.The additional Ps have been added because today marketing is far more customer oriented than ever before, and because the dish up sector of the economy has come to dominate sparing activity in this country. These 3 extra Ps are curiously germane(predicate) to this new extended helping mix. The three extra Ps are 1. Physical layout in the days when manufacturing dominated the UK economy the material layout of production units such as factories was not very important to the end consumer because they never went inside the factory.However, today consumers typically come into contact with products in retail units and they expect a high level of presentation in modern shops e. g. record stores, clothes shops etc. Not only do they need to easily find their way around the store, but they in some(prenominal) case often expect a grievous standard or pr esentation. The immenseness of quality physical layout is important in a range of service providers, including * Students going to college or university have far higher expectations about the quality of their accommodation and learning environment than in the past.As a impart colleges and universities pay far more attention to creating attractive learning environments, scholar accommodation, shops, bars and other facilities. * Air passengers expect attractive and stimulating environments, such as interesting departure lounges, with activities for young children etc. * Hair change salons are expected to provide pleasant waiting areas, with attractive discipline materials, access to coffee for customers, etc. * Physical layout is not only relevant to stores, which we visit, but also to the layout and structure of virtual stores, and websites. . Provision of customer service customer service lies at the heart of modern service industries. Customers are likely to be loyal to organ isations that serve them well from the way in which a telephone query is handled, to direct face-to-face interactions. Although the have a nice day approach is a bit corny, it is certainly better than a couldnt care less approach to customer relations. Call centre round and customer interfacing personnel are the front line troops of any(prenominal) organisation and therefore need to be thoroughly familiar with good customer relations practice. . Processes associated with customer service are a number of processes manifold in making marketing effective in an organisation e. g. processes for handling customer complaints, processes for identifying customer needs and requirements, processes for handling order etc The 7 Ps price, product, place, promotion, physical presence, provision of service, and processes comprise the modern marketing mix that is particularly relevant in service industry, but is also relevant to any form of business where meeting the needs of customers is giv en priority.